Meet the Women Trailblazers Behind Some of Your Favorite General Mills Brands

In 1989, Annie Withey set out to create a better mac and cheese — one without preservatives or artificial dyes. Already an innovator in the food space, she believed that it was possible to build a socially conscious and successful business.

Annie’s Homegrown began as a grassroots business, with Withey selling mac and cheese out of the trunk of her car, building direct connections with consumers. In the 1990s, she took this personal touch even further by printing her phone number on every box and responding to customer letters herself. At the heart of her brand was Bernie, her beloved Dutch rabbit, whose image drawn by her brother, became the iconic "Rabbit of Approval" on Annie’s packaging, symbolizing simplicity, care and goodness.

Since acquiring Annie’s in 2014, General Mills continues to support the brand’s mission to cultivate a healthier, happier world through nourishing foods. Guided by its “A Promise for Better” commitment, Annie’s remains dedicated to sourcing organic ingredients that are forever kind to people and the planet, reinforcing our shared vision for a more sustainable future.

Rose Totino of Totino’s

Before frozen pizza was a staple in American households, Rose Totino was just a woman with a passion for good food. That passion ignited in 1942, after tasting pizza for the first time while visiting her aunt in Pennsylvania. Inspired, Rose returned to Minnesota and began making pizza for friends and family. Their rave reviews quickly turned into encouragement to start her own business.

In 1951, with a $1,500 loan, Rose and her husband, Jim, opened Totino’s Italian Kitchen in Minneapolis. As the story goes, Rose convinced the bank to approve the loan by baking a pizza for the loan officer. What began as a small takeout shop soon evolved into a bustling sit-down restaurant, serving up to 500 pizzas a day.

A decade later, in 1962, the couple expanded their vision, launching Totino’s Finer Foods to mass produce frozen pizzas that families could enjoy at home. Their business thrived, and in 1975, the Pillsbury Company* acquired it, making Rose the first female corporate vice president in Pillsbury’s 106-year history.

Her impact didn’t stop there. In 2008, Rose was inducted into the Minnesota Inventor’s Hall of Fame for revolutionizing the frozen pizza industry with Totino’s innovative “Crisp Crust.” Her pioneering spirit helped make Totino’s Party Pizza one of the most recognizable frozen pizzas today.

Lara Merriken of LÄRABAR

Lara Merriken’s inspiration for LÄRABAR struck while hiking the Rocky Mountains of Colorado. She sought to combine simple ingredients such as fruit and nuts to create a product that’s convenient, indulgent and wholesome.

In 2000, using her food processor and a rolling pin, she hand-crafted the first batch of LÄRABARs, sealing all 500 of them by hand. The five original flavors inspired by dessert favorites — Apple Pie, Cashew Cookie, Cocoa Coconut Chew, Cherry Pie and Banana Bread — quickly gained a following.

By 2008, LÄRABAR had caught General Mills’ attention, helping propel Lara’s vision of whole-food snacks to a global audience. Since then, we’ve proudly expanded the brand, proving that nutritious eating can be both fun and delicious.

Zang Jianhe of Wanchai Ferry

In 1978, after leaving an unhappy marriage, Zang Jianhe moved to Hong Kong with her daughters and worked three jobs to make ends meet. Her relentless hard work continued until a devastating fall left her with a fractured back. Determined to recover financially, she took the advice of friends and began selling her homemade dumplings to daily commuters. Before long, her humble wooden cart at the Wanchai Ferry pier became a beloved destination for quality, handcrafted dumplings — earning her the title of “Madame Chong.”

With dedication, she grew her small food stand into an international brand and in 1997, entered a joint venture with Pillsbury to help grow her business. Today, the Wanchai Ferry brand is a symbol of resilience and culinary excellence, with dozens of flavors of dumplings, wontons and other traditional Chinese foods available across Asia.

Rose Mattus of Häagen-Dazs

While her husband, Reuben Mattus, was the mastermind behind Häagen-Dazs’ rich, premium ice cream, it was Rose Mattus who made the business a success. From securing bank loans to negotiating with grocers, her business, marketing and sales acumen quickly established Häagen-Dazs as a global luxury brand. 

Rose's entrepreneurial spirit was widely recognized, earning her the “Outstanding Entrepreneur” award from the National Association of Women Business Owners. In 2023, Häagen-Dazs honored Rose’s legacy with a special International Women’s Day vanilla pint exclusively available in Häagen-Dazs shops across Europe, Asia, Latin America and the Middle East — a fitting tribute to the woman who made the brand what it is today.

Katie Forrest of EPIC Provisions

Katie Forrest didn’t just help create a brand — she and co-founder Taylor Collins sparked a movement. Their journey from plant-based athletes to pioneers of sustainable meat snacks led to the birth of EPIC Provisions in 2013, a company that redefined the way we think about protein. By prioritizing ethical sourcing, nutrient density and environmental responsibility, they set new standards in the snack industry.

Today, General Mills continues to honor their mission: “Feed others as you wish to be fed.” Their legacy lives on as EPIC remains at the forefront of sustainable, purpose-driven nutrition.

Dr. Michelle Dulake & Emily Hsu of Fera Pets

Best friends turned business partners, Dr. Michelle Dulake and Emily Hsu co-founded Fera Pets after recognizing a lack of transparency in the pet supplement category and a gap in the market for a holistic approach to their pets’ wellbeing.

Dr. Dulake’s veterinary expertise and Hsu’s entrepreneurial drive combined to create a brand that provides science-backed supplements to support pet wellness with high-quality ingredients, accurate dosages and a combination of Eastern and Western medicine. Their commitment to holistic pet wellness is transforming the industry, proving that passion and purpose can go paw in paw.

In 2023, we welcomed Fera Pets to the General Mills family, marking our first step into the pet supplement category. Today, we continue to work alongside the founders to set a new standard in pet supplements, driven by our shared belief that every pet deserves the very best.

Legendary Brand Icons

Even fictional women have left a lasting impression on the food industry:

Betty Crocker, though not a real person, was brought to life by real women who answered consumer’s baking questions, letters and developed recipes. These women, ahead of their time, not only shaped the image of Betty Crocker but also inspired generations of home bakers for over a century. From her early days sharing money-saving baking tips during WWII to today, where she’s evolved to meet the needs of the diverse and creative making community — Betty’s legacy continues to live on.

Cheeri O’Leary, the first female mascot in the cereal aisle, championed the nutritional value of Cheerioats — now known as Cheerios. Though her time was brief, she arrived at the perfect moment, aligning with the rise of women in the workforce during
World War II.

A Legacy of Leadership

These women didn’t just create brands; they built legacies. Whether through innovation, resilience, or an unrelenting belief in their vision, they turned simple ideas into iconic brands and continue to inspire the next generation of women entrepreneurs.

*General Mills acquired the Pillsbury Company in 2001.